System and method for optimizing the viewability of website content

ABSTRACT

In a computing device executing a master tag embedded in a webpage, identifying a first subsequent tag in the webpage; identifying a second subsequent tag called by the first subsequent tag; identifying information collected by one or more of the first and second subsequent tag; identifying the location of the tag(s) embedded on the webpage in relation to the portion of the webpage currently in view by the party interacting with the webpage; controlling the order of the firing of tags in accordance with rules determined by the user for purposes of increasing the viewability of advertising and other related content; and automatic modification of the order of the firing of tags based on actions taken by the visitor to the webpage.

This patent application claims priority to U.S. Provisional PatentApplication Ser. No. 62/098787, filed Dec. 31, 2014 and incorporatedherein by reference in its entirety.

TECHNICAL FIELD

The present disclosure relates to the timely presenting of content andinformation in web browsers.

BACKGROUND

As the Internet and Internet commerce have expanded, various websiteowners have sought to monetize visitors to their websites by thepresentation of paid content, like advertisements.

Advertisements come in various forms, including banner advertisements atthe top or the bottom of the page, “skyscraper” advertisements along theside of a page, video advertisements which appear at the beginning orend of video content, and various other sorts of paid content.

Historically, website owners were compensated when a visitor “clickedon” or otherwise responded to or interacted with the advertisementplaced on the website. This is analogous to the business model of“direct response” advertising on television.

This has been supplemented by the payment for ads on an “impression”basis, where the advertiser pays for the opportunity to present an ad tothe website audience. This sort of advertising is similar in concept tomost television and print advertising.

In recent years, advertisers have become concerned that advertisementsmay not actually be viewed by the visitors to websites, as some webpages require scrolling for the visitor to view all of the content ornetwork latency delays ads from rendering until after the visitor hasleft the page. Accordingly, the online advertising industry hasdeveloped standards for when an advertisement is considered viewable,and advertisers have sought to pay only for those advertisements thatmeet the applicable “viewability” standards.

Websites manage the loading of the different portions of the site indifferent ways, with some portions loading synchronously and othersasynchronously.

Many website owners have built their sites without regard to consideringwhether certain portions of the site take longer to load than others,and whether the website visitor's internet browser gives priority tocertain content over other content.

With the emergence of “viewability” standards, it has become importantfor website owners to prioritize the loading of certain advertisements,to maximize the likelihood that these ads will be considered viewable.

The content of advertisements is often loaded from third-party sourceslike ad networks and others. One conventional method for accessingthird-party advertising and other content is through the use of tags.

In at least one conventional form, a tag is a hidden element within awebpage that causes some action to occur on a webpage when it is“fired.” In particular, in at least one implementation, a tag is a pieceof code, e.g., JavaScript, that is placed within a webpage and allows awebpage owner to track information about the visitors who download andexecute the particular piece of code.

For example, a tag can comprise a transparent GIF or a tracking pixel,which is placed within the code of a webpage. The actual transparent GIFor tracking pixel can be stored on a separate server from the actualwebpage. The tag is fired when the browser requests the transparent GIFor tracking pixel from the separate server. When the separate serverreceives the request from the browser, the server can gather variousanalytic data about the requestor. Tags can be provided by first parties(i.e., the operator of the website), but often are provided to the firstparty by third parties that offer digital services, such as adtrafficking, social networks, or analytics. The data that is transmittedto these third parties is often used in the provision of services backto the first party or is monetized directly, as in the case of databrokers.

Once executed, a tag can gather information such as where the visitorcame from (e.g., what webpage or search engine), what keywords were usedto find the webpage, whether a particular advertisement directed avisitor to the page, and other related data. A tag may, for example,perform operations such as:

-   -   Examine local browser data pertaining to the specific webpage        user (i.e., the party interacting with the webpage), as        permitted by browser configuration. Examples include content on        the page, local machine OS, referring page, or clickstream data.    -   Examine cookies contained on the local machine, as well as        setting new cookies.    -   Transmit data to external servers.    -   Modify the presentation of the current webpage or performing        other webpage user interface actions, such as displaying pop-ups        or pop-unders.

The execution of a tag can enable the operation of an advertising serverand determine the sort of ad to be placed on the page, for exampleadvertisements of potential relevance or “targeted” to the reader of thepage.

In many situations, a webpage can comprise multiple tags from a varietyof different parties. For example, a particular webpage may contain aGoogle Analytics tag, a Facebook tag, a page-counter tag, a weather tag,advertising network tags and other common tags. The average websitecontains about 20 tags, and some sites may have more than 100.

One development to help with issues relating to the control of tagswithin websites has been the implementation of tag management systems.Conventional tag management systems function by replacing the pluralityof individual tags on a webpage with a single master tag (in someimplementations, referred to as a “container tag”). When the master tagis loaded, the tag management system identifies, using a set of rules,which of the plurality of individual tags should be allowed to run onthe webpage. The tag management system can then inject the identifiedtags into the webpage through the master tag.

A properly implemented tag management system can provide the benefitsof, among other things, only requiring a single tag to be implemented oneach page of a website and providing a single interface through whichall of the tags can be controlled. In practice, however, it can bedifficult to implement a tag management system within a website that haspreviously placed tags within its pages. In particular, it can bedifficult to determine what rules should be applied to each individualpage within a website in order to ensure that a tag management systemassociates the correct tags with each individual page.

In addition the tag management system can be used to create a logicalorder to the firing of tags and the rendering of content on the webpage. In instances where these tags are associated with advertisements,changing the order of tag firing can improve ad viewability byaccelerating the rendering of ads that appear in the portion of the pagethat the visitor's browser is rendering.

Many web pages have content that falls outside the window of webbrowsers. In these instances, visitors who wish to view this content areforced to scroll their browsers to view this content. In some instances,this content includes advertisements.

A tag management system may also change the logical order of firing oftags and rendering of content on the web page based on actions of thevisitor after the page is loaded. This may have the effect of improvingad viewability by deprioritizing rendering of ads that now fall outsidethe visitor's web browser screen and increasing the priority ofrendering of ads that now fall within the browser's active screen.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is illustrates an architectural schematic diagram of a system forusing a master tag to monitor and control other tags on a website,according to an embodiment.

FIG. 2 is illustrates a depiction of a webpage in communication with aplurality of servers, according to an embodiment.

FIG. 3 illustrates another depiction of a webpage in communication witha plurality of servers, according to an embodiment.

FIG. 4 illustrates a flow chart of a series of acts in a method inaccordance with an implementation of the present invention for using amaster tag to monitor and control other tags on a website, according toan embodiment.

FIG. 5 is a flowchart illustrating the process of identifying n-partytags, according to an embodiment.

FIG. 6 illustrates another flow chart of a series of acts in a method inaccordance with an implementation of the present invention for using amaster tag to monitor and control other tags on a website, according toan embodiment.

FIG. 7 is a flowchart illustrating the process of identifying cookiesdropped by a tag, according to an embodiment.

FIG. 8 is a flowchart illustrating the process of identifying the mostdesirable order of allowing tags to fire and rendering advertisements ona web page, according to an embodiment.

DESCRIPTION OF EXAMPLE EMBODIMENTS Overview

In a computing device executing a master tag embedded in a webpage, afirst subsequent tag in the webpage is identified. A second subsequenttag called by the first subsequent tag is also identified. Informationcollected by one or more of the first and second subsequent tags isidentified. A location is identified, to which the collected informationis sent. An indication is provided to a user of the system describedherein, indicating the information collected and the location to whichthe collected information is sent. In addition, the master tag maydetermine a number of cookies dropped by the first subsequent tag;determine one or more characteristics of each cookie dropped by thefirst subsequent tag; and indicate the number of cookies dropped and theone or more characteristics of each cookie dropped. This processingallows for the controlling and tracking of data related to the set ofparties interacting with a webpage, i.e., the audience for the webpage.

Note that the term “user” as used from this point forward refers to auser of the system described herein, e.g., the owner, manager, oradministrator of a website in which embedded tags are discovered and/oranalyzed.

Example Embodiments

Implementations of the present invention overcome one or more problemsin the art with systems, methods and apparatus configured to use a tagmanagement system. The tag management system incorporates a master taginto a webpage to identify other tags that are embedded within awebpage. The master tag can monitor, and in some cases control, theexecution of those tags. In particular, a master tag can communicatewith a server that aids in analysis of other tags within the webpage.Additionally, a master tag can aid in the preparation of data thatoutlines the various tags that are located within a webpage and providescharacteristics about at least some of the tags.

Stated alternatively, the systems and processes described herein allowwebpage owners and managers to gain both visibility into tag relatedtransactions and control over them. The tag management system isconfigured to bootstrap over all other tags on the page. This gives thesystem described herein a measure of dominion over the operation of theembedded tags, including determining the order certain tags fire and thepriority of the loading of content on the page.

FIG. 1 illustrates an architectural schematic diagram of a system forusing a master tag to monitor and control other tags on a website. Forexample, FIG. 1 shows a master tag server 100 that is in communicationwith a website 150. In particular, the master tag server 100 can be incommunication with a master tag 110 that is embedded within webpages 152and 154 of the website 150. Additionally, in at least oneimplementation, the master tag server 100 can be part of a larger tagmanagement system.

As depicted in FIG. 1, the master tag server 100 comprises a master tagcommunication module 120, an analysis module 122, and a tag database124. Additionally, as depicted in FIG. 1, the website 150 comprises aplurality of webpages 152, 154. Further, at least a portion of thewebpages include one or more tags 110, 112, 114, 116, of which tag 110is a master tag 110. In at least one implementation, a master tag 110can be embedded into one or more of the webpages 152, 154 within awebsite 150.

In at least one implementation, the master tag server 100 can send data130 to and receive data 132 from each master tag 110 embedded withineach respective webpage 152, 154. For example, the master tag server 100and each respective master tag 110 can exchange data relating toanalysis of the other tags 112, 114, 116 within each respective webpage152, 154. Communications from the master tag 110 to the master tagserver 100 can be used for purposes of capturing data reported by themaster tag 110.

Additionally, in at least one implementation, the master tag 110 firesbefore any other tags 112, 114, 116. In particular, if the master tag110 fires before the other tags 112, 114, 116 it can monitor the othertags before and while they execute.

A website's embedded tags (written in JavaScript, for example) may beanalyzed by the master tag 110 and master tag server 100 as they resideand operate in the browser environment. The analysis can identify whatelements in the browser environment are being examined by the tag aspart of its programming, for example. The analysis may contain both thetechnical name of the browser data element, as well as provide a plainEnglish description. For example, the technical element may be calledXYZ, but the plain English description could be “Screen width.”

In an embodiment, the processing described herein can monitor theinteraction of a tag with a cookie. In particular, cookie dropping andcookie examination activities performed by any of the tags 112, 114, and116 can be monitored by master tag 110. Master tag 110 may determine,for instance, the number of cookies dropped and the characteristics ofeach cookie, such as contents, expiration, size, and othercharacteristics of a cookie. In both instances, this information may betranslated to plain English explanations for the benefit of a websiteowner or manager.

In an embodiment, the system described herein can also identify whatinterface actions a tag takes, such as displaying an ad or socialwidget, providing a news ticker, or playing a video, and the order inwhich this information is provided to the viewer of the page. The systemcan also determine what data is being transmitted, and to what parties.The system can also determine the location of the content relating tothe data on the website page, whether that portion of the page is withinthe viewer's field of view, and/or its distance from the field of view.More generally, the operation of a tag may be controlled in anembodiment, so that a tag payload and/or its functionality may beblocked or altered, or the timing of the functionality may beaccelerated or delayed. In an embodiment, machine learning or othermethods may be used to analyze tag activity, to facilitate detecting,categorizing, and/or to order and prioritize the loading of content on apage.

In at least one implementation, the master tag 110 sends data 132 to amaster tag communication module 120 within the master tag server 100.Specifically, the master tag 100 can send data relating to the presenceof other potential tags 112, 114, 116 on the same webpage as the mastertag 110. Upon receiving the data from the master tag 110, the master tagcommunication module 120 can communicate the data 130 to the analysismodule 122.

The analysis module 122 can then analyze the received data. In at leastone implementation, the analysis module 122 identifies the tags 112,114, 116 that are associated with each webpage 152, 154 by referencing atag database 124 or other functionally similar mechanism or datastructure. In particular, the analysis module 122 can compare the data132 received from a master tag 110 to all of the known tags within thetag database 124. For example, the master tag 110 may send to the mastertag server 100 data relating to tag 112. The analysis module 122 cancompare the received data 132 to known tags that are contained withinthe tag database 124. The tag database 124 may contain a signature oftag 112. Using the signature for tag 112 that is stored in the tagdatabase 180, the analysis module 160 can identify that the particularwebpage contains tag 112.

In an embodiment, the master tag 110 can also override functions of atag that comes after the master tag. This may be accomplished bysuperseding the JavaScript or HTML commands in the downstream tag. Thisfeature can be used to stop operation of a tag or redirect its output,for example and without limitation.

For example, in at least one implementation, the master tag 110 canmanipulate the execution of the other tags 112, 114, 116 on the webpage152. For example, the master tag 110 on webpage 152 can prevent tags112, 114, and 116 from firing, or it can prioritize the order in whichthe tags fire.

Further, in at least one implementation, the master tag 110 can captureor redirect the communications of another tag 112, 114, 116. Tags 112,114, 116 may operate by communicating with a server or other device orprocess that is external to the website 152. The external server can usethese communications to gather information about individuals who visit aparticular website 150. The master tag may identify and record theinformation that is being communicated by the tags 112, 114, 116 totheir respective external servers. In at least one implementation, whenthe master tag 110 monitors the communications of another tag 112, 114,116 it may also prevent the tag from communicating with the externalserver.

In addition to the above recited methods of data gathering and tagcontrol, the master tag 110 can identify “n-party” tags in anembodiment. N-party tags are tags that are called into the page by tagsdirectly managed by the master tag 110. An example would be a taginvolved in real-time bidding advertising transactions. Also, manypublisher-side third party tags are just bootstrap code for largercontent delivery network (CDN) -stored tags. In some situations, theremay be a tag that calls in another tag that calls in another tag and soon, for several iterations. The master tag 110 may be configured toidentify each of these downstream tags, their relationship to thecalling tags, and perform the actions described herein on thesedownstream tags, including controlling the timing of the firing of thesedownstream tags

For example, the code contained in the webpage for some tags may includeonly limited functions that are oriented around loading other tags fromremote servers. For instance, Tag A could just be a loader for Tags B .. . F, which perform the actual functions (e.g., collect data, dropcookies, etc.). The CDN may be a commercially available service likeAkamai™ or Amazon CloudFront™ where digital files can be distributed todata centers around the world to speed their delivery to the end user(by being geographically closer).

In the methods recited above, a master tag 110 enables a tag managementsystem to efficiently monitor a website 150 without requiring that everytag 112, 114, 116 within the website 150 be removed. In at least oneimplementation, the master tag 110 is able to selectively control thetags 112, 114, and 116 that are present within each of the webpages 152,154 of the website 150. Additionally, at least one implementation, thesystem provides continual monitoring of tags 112, 114, 116 of a website150 after a tag management system has been implemented.

Additionally, in at least one implementation, the analysis module 122 inconjunction with the master tag 110 can provide a variety of informationto a website owner or manager. Such information may be presented througha graphical interface.

FIG. 2 depicts the webpage 150 of FIG. 1 in communication with aplurality of servers 212, 214, 216. In particular, tag 112 is incommunication with external server 212, tag 114 in communication withexternal server 214, and tag 116 in communication with external server216. As described above, each tag 112, 114, 116 on a webpage 150 maycommunicate with a respective external server 212, 214, 216. As the tagsfire and communicate with the external servers 212, 214, 216, theexternal server can gather data about individuals who view a particularwebpage 152.

In the implementation depicted by FIG. 2, a master tag 110 has not beenembedded within the webpage 152. Additionally, a tag management systemis not controlling the managing the tags 112, 114, 116. As depicted, thetags 112, 114, 116 fire when they are loaded. Additionally, the tags112, 114, 116 communicate to their respective external servers 212, 214,216 each time they fire.

In contrast, FIG. 3 illustrates another depiction of webpage 150 incommunication with a plurality of servers 100, 212, 214, 216. In thisdepiction, the website 150 now includes a master tag 110, in addition tothe other tags 112, 114, 116. The webpage 150 of FIG. 3 is being managedby the tag management system.

Additionally, in at least one implementation, the master tag 110 maymirror the communications from tag 114 to the master tag server 100,while allowing the tag 144 to continue to communicate with externalserver 214. In at least one implementation, the webpage owner or managermay desire to audit the information that is being transmitted by tag114.

Accordingly, FIGS. 1-3 and the corresponding text illustrate orotherwise describe one or more components, modules, and/or mechanismsfor automatically using a master tag to monitor and control other tagson a website. In particular, in at least one implementation, the presentinvention can implement a tag management system on a website withoutrequiring the removal of other tags from each webpage. Additionally, inat least one implementation, a master tag can provide continuous controlof the firing of tags on a web page so as to control the timing of theloading of advertisements and other paid content. One will appreciatethat implementations of the present invention can also be described interms of flowcharts comprising one or more acts for accomplishing aparticular result. For example, FIGS. 4 and 5 and the corresponding textdescribe acts in a method for creating rules for tag management system,which rules can be created to control the timing of the loading ofadvertisements and other paid content on the website. The acts of FIGS.4 and 5 are described below.

For example, FIG. 4 illustrates that a method for using a master tag 110to monitor and control other tags 112, 114, 116 on a website 150 caninclude a process 400 for identifying a webpage. FIG. 4 also shows thatthe method can comprise act 410 of identifying another tag 112, 114,116. Act 410 can include identifying, using a master tag embedded in thewebpage, one or more characteristics of at least one other tag embeddedwithin the webpage. For example, FIG. 1 shows master tag 110 identifyingtags 112, 114, and 116 within webpage 150. In addition, FIG. 4 showsthat the method can include act 420 of outputting data. Act 420 mayinclude sending a report to a data store or otherwise presenting thereported information to a user, e.g., the owner or manager of thewebsite. The information may be presented through an interface API in anembodiment. The reported data identifies one or more characteristics ofthe at least one other tag. This data can ultimately be provided to theowner or manager of the website.

The methods and systems described herein provide for the analysis oftags embedded in a webpage and of tags that may be called, directly orindirectly, by such embedded tags. In an embodiment, an example of suchprocessing is illustrated in FIG. 5. At 510, a first subsequent tag isidentified in a webpage by a master tag. At 520, a second tag, called bythe first, is also identified. Note that in some situations, the firsttag may call more than one second or subsequent tag, and that eachsubsequent tag may call one or more other subsequent tags. At 530,information collected by any or all of these subsequent tags isidentified. At 540, the location to which this information is sent isidentified. At 550, the collected information and the location areindicated to the user.

FIG. 6 illustrates that a method for using a master tag to monitor andcontrol other tags on a website can include an operation 600 ofidentifying another tag. Operation 600 can include identifying, using amaster tag embedded within a source code of a webpage, one or morecharacteristics of at least one other tag within the webpage. Forexample, FIG. 1 shows master tag 110 identifying characteristics abouttags 112, 114 and 116.

FIG. 6 also shows that the method can comprise operation 610 ofcommunicating or storing information about a tag. In embodiments, theinformation regarding a tag may be communicated to and/or stored at themaster tag server. Instructions for the execution of the master tag maybe received from the master tag server. Alternatively, instructions froma server may not be necessary if the necessary logic is contained in themaster tag in an embodiment. In the latter case, the logic in the mastertag may be sufficient to manipulate the execution of the tag, as shownat operation 630. For example, FIG. 3 shows master tag 110 manipulatingthe execution of tags 112, 114, and 116. As described above, the mastertag 110 can alter or halt the execution of an embedded tag according toan embodiment.

As noted above, the master tag 110 may be configured to analyze a tag'sbehavior, with respect to dropping and/or examining cookies or withrespect to other tag functions. FIG. 7 illustrates the analysis of thebehavior of tags related to cookies, according to an embodiment. At 710,a first subsequent tag is identified in a webpage by a master tag. At720, the number of cookies dropped by the first subsequent tag isdetermined. At 730, the characteristics of each cookie is determined.Such characteristics may include, for example, information collected bythe cookie and/or a location to which the information is sent. At 740,the number of cookies and their characteristics are indicated to theuser.

FIG. 8 illustrates that master tag 110 may be configured to prioritizethe loading of content on a webpage. At 810, the pixels, in the form ofa JPEG, PNG or other graphical file format or a rich media file such asFlash, video, or JavaScript, are identified as the first prioritycontent to load on the page and can include an advertisement such as aleaderboard or content at the top of the page. At 820 the secondpriority pixels are is identified, which can include a “skyscraper” orsimilar ad along the side of the page. At 830 the next priority pixelsare identified and its tags are enabled to fire, which can include thesocial sharing buttons that are in view. At 840, the next prioritypixels are identified which can include content recommendation widgets.At 850, the next priority pixels are identified which can including allremaining advertisements on the page, and the order of firing of tagscan be prioritized to reflect the distance from the website framecurrently in view. At 860, the next priority pixels are identified whichcan including all remaining visual tags on the page, and the order offiring of such tags can be prioritized to reflect the distance from thewebsite frame currently in view. At 870, the next priority pixels areidentified which can including all remaining nonvisual tags on the page,and the order of firing of such tags can be prioritized to reflect thedistance from the website frame currently in view.

The embodiments of the present invention may comprise a special purposeor general-purpose computer including various computer hardwarecomponents, as discussed in greater detail below. Embodiments within thescope of the present invention also include computer-readable media forcarrying or having computer-executable instructions or data structuresstored thereon. Such computer-readable media can be any availabletangible non-transitory media that can be accessed by a general purposeor special purpose computer.

By way of example, and not limitation, such non-transitorycomputer-readable media can comprise RAM, ROM, EEPROM, CD-ROM or otheroptical disk storage, magnetic disk storage or other magnetic storagedevices, or any other medium which can be used to carry or store desiredprogram code means in the form of computer-executable instructions ordata structures and which can be accessed by a general purpose orspecial purpose computer. When information is transferred or providedover a network or another communications connection (either hardwired,wireless, or a combination of hardwired or wireless) to a computer, thecomputer properly views the connection as a computer-readable medium.Thus, any such connection is properly termed a computer-readable medium.Combinations of the above should also be included within the scope ofcomputer-readable media.

Computer-executable instructions comprise, for example, instructions anddata which cause a general purpose computer, special purpose computer,or special purpose processing device to perform a certain function orgroup of functions. Although the subject matter has been described inlanguage specific to structural features and/or methodological acts, itis to be understood that the subject matter defined in the appendedclaims is not necessarily limited to the specific features or actsdescribed above. Rather, the specific features and acts described aboveare disclosed as example forms of implementing the claims.

The above description is intended by way of example only.

What is claimed is:
 1. A method comprising: in a computing deviceexecuting a master tag embedded in a webpage, identifying a firstsubsequent tag in the webpage; identifying a second subsequent tagcalled by the first subsequent tag; identifying the location of thetag(s) embedded on the webpage in relation to the portion of the webpagecurrently in view; and controlling the order of the firing of tags inaccordance with rules determined by the user.
 2. The method of claim 1,wherein the order of the firing of specified tags prioritized tomaximize the viewability of advertisements on the webpage.
 3. The methodof claim 1, wherein the firing of specified tags is delayed until therelevant portion of the webpage is in view by the party interacting withthe webpage.
 4. The method of claim 1, wherein the firing of specifiedtags can be prioritized and then later automatically changed based onhow the visitor interacts with content on the page or other visitoractions.
 5. The method of claim 1, wherein the collection of informationrelating to the party interacting with the webpage is controlled ordelayed in accordance with rules determined by the user.
 6. The methodof claim 1, wherein the collection of information relating to the partyinteracting with the webpage is is delayed until the relevant portion ofthe webpage is considered viewable by the party interacting with thewebpage.
 7. One or more non-transitory computer readable storage mediaencoded with software comprising computer executable instructionswherein, when the software is executed, are operable to: identify afirst subsequent tag in a webpage; identify a second subsequent tagcalled by the first subsequent tag; identify the location of the tag(s)embedded on the webpage in relation to the portion of the webpagecurrently in view; control the order of the firing of tags in accordancewith rules determined by the user; wherein the executable instructionsare incorporated in a master tag embedded in the webpage.
 8. Thecomputer readable storage media of claim 7, wherein the order of thefiring of specified tags is prioritized to maximize the viewability ofadvertisements on the webpage.
 9. The computer readable storage media ofclaim 7, wherein the firing of specified tags is delayed until therelevant portion of the webpage is in view by the party interacting withthe webpage.
 10. The computer readable storage media of claim 7, whereinthe firing of specified tags can be prioritized and then laterautomatically changed based on how the visitor interacts with content onthe page or other visitor actions.
 11. The computer readable storagemedia of claim 7, wherein the collection of information relating to theparty interacting with the webpage is controlled or delayed inaccordance with rules determined by the user.
 12. The computer readablestorage media of claim 7, wherein the collection of information relatingto the party interacting with the webpage is delayed until the relevantportion of the webpage is considered viewable by the party interactingwith the webpage.